The words people use about marketing online, each explained in a few sentences. Where Postfjord has something for it, we say so.
Social media
Reach
How many different people saw a post. One person who sees it three times counts once. Compare with impressions, which count every time it was shown.
Impressions
How many times a post was shown on a screen, counting the same person again each time.
Engagement rate
Likes, comments, saves and shares on a post, divided by your followers or by the people it reached, as a percentage. It tells you how much people cared, not only how many saw it.
Algorithm
The rules a platform uses to decide which posts each person sees and in what order. All of them reward posts people stop for, comment on and share.
Carousel
A post with several pictures or videos people swipe through. On Instagram it holds up to 10, on LinkedIn it can also be a PDF shown as pages.
Reel
A short vertical video on Instagram or Facebook, 9:16, shown full screen. TikTok videos and YouTube Shorts are the same idea.
Story
A full screen post that disappears after 24 hours. Good for behind the scenes, offers and polls.
Aspect ratio
The shape of a picture, written as width to height. 1:1 is square, 4:5 is tall, 9:16 fills a phone. See every platform's sizes.
Hashtag
A word after # that groups posts on a topic. A few hashtags that fit the post work better than many that do not.
Link in bio
The one link a profile shows, used on Instagram and TikTok where links in posts cannot be tapped. A link in bio page lists several links behind that one link. Postfjord has one on postfjord.page.
Content calendar
A plan of what goes out on which day and channel. It helps you post steadily and see gaps before they happen.
Content pillars
The three to five topics a brand posts about again and again, such as tips, behind the scenes and offers. They keep the feed varied and on brand.
Brand voice
How a brand sounds in writing: the words it uses and avoids, how formal it is, whether it jokes. Postfjord keeps it in your brand profile so every draft sounds like you.
Social listening
Watching what people say about your brand or your topic across platforms, so you can answer and learn. Postfjord calls it Mentions.
UTM tags
Short labels added to a link, such as utm_source=instagram, so your analytics shows where a visit came from. Make them with the UTM builder.
DMs and automation
DM
A direct message: a private message to a business or a person on Instagram, Facebook, TikTok or another platform.
DM automation
An automatic reply in DMs, sent when someone writes a keyword, comments on a post or replies to a story. Postfjord's start paused, so nothing goes out until you switch them on.
Comment to DM
An automation where a comment with a set word, such as LINK, sends that person a DM with what they asked for.
Unified inbox
DMs and comments from several platforms in one list, so a team answers them in one place.
24 hour window
Meta's rule that a business may answer a DM freely for 24 hours after the person last wrote. After that, only some kinds of messages are allowed.
Email list
The people who agreed to get your emails. You own it, unlike followers on a platform.
Opt-in
When a person agrees to get your emails, usually through a signup form. Double opt-in asks them to confirm with a click in an email first.
Email sequence
A series of emails sent on a schedule after something happens, such as a welcome series in the days after someone signs up.
Open rate
The share of people who opened an email. Apple Mail opens emails by itself, so this number is high and rough. Clicks say more.
Click rate
The share of people who clicked a link in an email. The surest sign an email worked.
Deliverability
How many of your emails reach the inbox instead of spam. A good sender name, a clean list and the records below all help.
SPF, DKIM and DMARC
Three records in your domain's settings that prove an email from your address is really from you. Gmail and Yahoo require them for anyone who sends a lot. Check yours with the SPF and DMARC checker.
Segment
A part of your list picked by a rule, such as everyone who bought in the last month, so an email goes only to the people it fits.
AI and agents
AI agent
An AI that does tasks, not only talks: it takes steps in the apps it can reach until a goal is done. Read more about agents in Postfjord.
MCP
The Model Context Protocol: an open standard for connecting AI apps to other software. Postfjord's MCP server lets ChatGPT, Claude, Gemini and others work in your workspace. See developers.
API
An application programming interface: a way for code to talk to a service. Postfjord's REST API does what the app does, for your own code.
API key
A secret code that lets an app or a script use your account through the API. Treat it like a password and remove it when you stop using it.
OAuth
A way to sign in to one app through another without sharing your password. When ChatGPT connects to Postfjord, you sign in to Postfjord and press Allow.
Prompt
What you write to an AI to tell it what you want. A good prompt says who it is for, what to make and what to avoid.
Idempotency key
An id sent with a request so that a retry after a timeout does not do the same thing twice, such as posting the same post twice.
llms.txt
A short text file on a website that tells AI tools what the site is and where its main pages are. Postfjord's is at postfjord.com/llms.txt.